PMI LONDON 2015Hitting Moving Targets:

Smart Geolocation and Consumer Intent

Tom Saulsbury-HunterKey Account Manager

CJ Affiliate by Conversant

Mark AndresHead of Multichannel

vouchercloud

Lisa KazmierczakAssistant Affiliate Manager

Argos

Agenda

Geotargeting 101

How it’s used

What we’ve done with it

What’s the future?!

Finding a user - The basics

WiFi - ISPCarrier IP

Location Specific Content

Mast triangulation

Registration Data iBeacon

s

GPS

How is this used?

App-based geolocation

Publisher and Advertiser apps

Notifications pushed as people walk into stores

Location marketing is the Holy Grail for advertisers”Sir Martin Sorrell, CEO of WPP

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Why does this matter?

Mark Andres, vouchercloud

It’s allowed us to offer our merchants extra reach in a disruptive but targeted way”For our users, it’s another value level.”

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Lisa Kazmierczak, Argos

Geo-fencing was a fantastic opportunity for Argos, it allowed us to target mobile users based on what they are actually doing in the real world.”

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VouchercloudYou’re near Matalan get 20% off today only!

You’re near Matalan get 20% off today only!

Slide to view

Average CTR for standard push is 3%Average CTR for geo-fence campaign is 7%

Right time & location Disruptive marketingDemographically targetedEngagement

Driving Nearby Users In-Store

Disengagement

Targeting with the right message

67% 51% 33%

67% of notifications sent were engaged

with

51% of those engagements results in an in-store sale

A message-to-sale conversion rate of over

33%!

vouchercloud saw a 40% week-on-week increase

in consumer electronics sales for Argos

Lisa Kazmierczak, Argos

The campaign had a huge impact internally - it drove footfall and incremental sales”

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We can see more..!

Target User: Commuters who live outside London arriving into London of the days of the tube strikes

Target Locations: Busy ‘national rail’ tube stations in zone 1 & 2

London Tube Strike

18%

CTR

304%

Uplift in app download

Can this be scaled up..?

London Commuters

Casino Goers

Football Supporters

The opportunities are endless!

Consumer Solutions

Online activity

User Spend

Real Time & Historical Location

Demographics

PMI LONDON 2015

THANK YOU